The Ad Council of Rochester launched its “Yeah, You’re That Distracting” campaign almost a year ago, in November 2012.

“As we thought about what we’d do (to continue the campaign) in 2013,” said Todd Butler, president and CEO of the council, “one of the most concerning statistics we heard was that distracted driving is now the No. 1 killer of teens.”

As a result, the council reached out to school superintendents in the area. Recognizing that the community “didn’t need another person coming out and saying distracted driving is bad, or to stop it,” since people generally already know the risks, Butler said, the council developed took kits for school communities.

Nearly all school districts — 25 to date — in the greater Rochester region have already pledged their support. The list includes (but is not limited to) Brighton, Greece, Gates Chili, East Rochester, both the East and West Irondequoit districts, Penfield, Rush-Henrietta and Webster..

“To stop distracted driving, it will take a cooperative effort, which is what education is all about,” said Jo Anne Antonacci, district superintendent of Monroe 2-Orleans BOCES.

The kits, which contain posters, potential morning announcement material, possible ads and articles for school newspapers or newsletters, etc., are available on the campaign website, www.urthatdistracting.org, for any school to download, Butler said.

In addition, the council worked with Next Step, a company based in Victor, which has developed a free, 20-minute online course, available through its Next Step Academy, for students. The course teaches about the dangers of distracted driving and how individuals can be a force for change, both in and out of a vehicle.

The partnership with school districts is the latest supplement to a multimedia public service campaign developed in partnership with Roberts Communications, Butler said.

What makes the Ad Council’s campaign unique, he said, is that it focuses on a driver’s family and friends.

“The message is simple: If you're talking or texting with someone on the road, hold the conversation until a safer time,” Butler said.

A billboard already up on St. Paul Street in Rochester keeps it simple: “Texting a driver?” it asks. Then two words: “Not cool.”

“It’s a clear summary of what we’re trying to do,” Butler said.

He explained that the council conducted a local study with Crux Research and learned the dangers of distracted driving are actually fairly well understood by most drivers, yet the dangerous activity continues.

The council believes, he added, that this is due, in part, to the fact that even drivers who intend to ignore their phone often find it hard to do so when a message or call arrives while driving.

“For this reason, council’s approach is focusing on the responsibility that family and friends hold to make the right decision and stop from calling or texting with someone who is driving. By calling back later or holding that text, they can prevent distracted driving.”

Page 2 of 2 - The council had a team that included representatives from local law enforcement, the insurance industry and others that helped focus the campaign, Butler said, adding, “We believe nobody doesn’t know this (distracted driving) isn’t dangerous.”

In a study by the Ad Council, 25 percent of all Rochester-area respondents admitted to texting while driving within the past month, as compared to a national average of 18 percent documented by the Centers for Disease Control (CDC).

The study also found Rochester’s young adults (between 18 and 44 years old) are also more likely to text or email while driving than young adults nationally — 42 percent to 36 percent.

“We’re just conditioned to answer when someone calls; it’s the social norm to respond,” Butler said. “We’re excited to have the voices of 25 of the biggest organizations in the community behind us.”